Скачать или смотреть BFC & ONMT INTERVIEW | MOROCCO Official Partner LONDON FASHION WEEK

MOROCCO, OFFICIAL PARTNER LONDON FASHION WEEK 2024
A Strategic Dual Campaign of Global Impact Conceived and Produced by HEAD GROUP International Management
Executive & Creative Direction: Carlos Cabeza
Operational Direction: Martina Chromeková
@headgroup.official

1. TWO DISTINCT PROJECTS, ONE VISIONARY STRATEGY
During London Fashion Week February 2024, Morocco made history by delivering two simultaneous and complementary initiatives:
• A. Official Destination Partnership Campaign with the British Fashion Council
• B. The Grand Closing Event of London Fashion Week:
“Morocco Kingdom of Light presents Maison Sara Chraïbi & Maison Artc @ London Fashion Week” at the emblematic 180 Studios, The Strand London
Both campaigns were entirely conceived, directed, produced, and communicated by HEAD GROUP International Management, overseeing creative ideation, full event production, marketing, global communication, public relations plan and institutional representation.

2. OFFICIAL DESTINATION PARTNER | MOROCCO X LONDON FASHION WEEK
As Official Destination Partner of London Fashion Week 2024, Morocco captivated the global fashion and cultural sectors through the "Morocco, Kingdom of Light" initiative:
• Creative Diplomacy & Cultural Innovation
Morocco was presented not just as a destination, but as a contemporary cultural force at the crossroads of tradition and future-forward creativity.
• Strategic Visibility
Integrated across all London Fashion Week assets and platforms in collaboration with the British Fashion Council.
• Engaging Experiences
From digital engagement to a cultural giveaway (trip to Marrakech), the partnership delivered impact across press, influencer, brand experiential activations and consumer channels.

3. OFFICIAL CLOSING EVENT: “MOROCCO KINGDOM OF LIGHT PRESENTS MAISON SARA CHRAÏBI & MAISON ARTC @ LONDON FASHION WEEK”
The official closing event of London Fashion Week took place at 180 Studios, presenting two of Morocco’s most celebrated fashion houses:
MAISON SARA CHRAÏBI – THE HEAVENS
An ethereal Haute Couture collection blending celestial symbolism with architectural silhouettes and Moroccan ancestral codes.
MAISON ARTC – COMING HOME
A striking collection that honoured the Moroccan diaspora with theatrical tailoring, vintage fabrics, and vibrant cultural storytelling.

4. IMMERSIVE CULTURAL INSTALLATION @180 STUDIOS
A bespoke Moroccan experiential space immersed guests in:
• Traditional Moroccan Tea Ceremonies
• Artisan Craftsmanship & Design Installations
• Cinematic Projections of Moroccan Landscapes
• Interactive Contest to Win a Journey to Marrakech
This multisensory cultural experience formed a powerful dialogue between fashion and destination storytelling.

5. PROMINENT ATTENDEES | CELEBRITIES, TALENTS & AUTHORITIES
The event drew an elite audience of international fashion authorities, cultural leaders, and influential personalities, including:
• His Excellency Hakim Hajoui, Ambassador of the Kingdom of Morocco to the United Kingdom
• Hamish Bowles, Global Editor at Large, Vogue
• Jasper Conran, Renowned British Fashion Designer
• Lady Victoria Hervey, Aristocrat & Style Icon
• Achraf Fayda, ONMT CEO
• Caroline Rush, British Fashion Council CEO
• David Pemsel, British Fashion Council Chair
• Adot Gak, Supermodel and Global Fashion Icon
• Annie Tagoe, Olympic Athlete and Model
• Caroline Issa, CEO & Fashion Director, Tank Magazine
• Nicha Aaliya, Model & Cultural Connector
• Arooj Aftab, Grammy Award-Winning Musician
• Aiysha Hart, Actress & Style Muse
• Taslimah Rasool, British Fashion Talent Curator
• Rosie Minako, Global Influencer
• Rebeca Riofrio, Global Influencer
• Adnan Bennani, Media Entrepreneur
• Meryem Bennouna, UK ONMT Director
• And many more opinion leaders, talents, celebrities and medias
Their presence amplified the event’s global media coverage and affirmed Morocco’s cultural resonance within the international creative elite.

6. GLOBAL RECOGNITION & STRATEGIC IMPACT
• British Fashion Council Partnership
Strengthened Morocco’s voice within the global fashion ecosystem.
• International Media Exposure
Featured in Vogue, Harper’s Bazaar, WWD, Fashion Network, and countless influencer platforms.
• Cultural Diplomacy in Action
Positioned Morocco as a future-oriented, design-led and culturally rich global destination.

7. CREATED, PRODUCED & LED BY HEAD GROUP, International Management
This historic dual initiative was exclusively and integrally created and executed by:
HEAD GROUP International Management
• Executive & Creative Director: Carlos Cabeza
• Operational Director: Martina Chromeková
• Official Platform: @headgroup.official
From concept to closing night, HEAD GROUP delivered a visionary and high-impact campaign aligning cultural diplomacy, luxury fashion, and global communications.